Game is retail re-imagined

Game has introduced its first future-ready concept store at the Mall of Africa in Midrand, Johannesburg. This new store is the first of its kind to be transformed as part of the strategy and has undergone a phased approach of upgrades designed specifically to address customer needs over the past year, which are now fully operational.

“Our new store concept goes beyond a providing a modernised look-and-feel, and rather encapsulates the direction we are moving in towards our broader turnaround as a business,” says Andrew Stein, Vice President of Game. “We have consulted with a number of key role players across the business, conducted extensive market and customer research and internally reviewed Game’s relevance in the African retail landscape. We also took the time to look at local and international best practice and emerging trends to create an experience that puts customers at the centre of our stores. We are making positive strides in our turnaround while staying true to our value proposition for our price-sensitive customers, who expect not only wide product ranges but quality too, at unbeatable prices.”

Innovations in Store

 Innovations piloted at the Mall of Africa store include self-checkout counters, price check booths, sampling vending machines, electronic shelf labels and free customer Wi-Fi in store. Further, the store will feature a children’s play area, digital touchscreens that allow shoppers to access information on Game products and product ranges, and interactive demonstration zones across the various store categories where consumers can test products such as prams, children’s bicycles, and electronics. “Game is changing the way we operate within our stores, our store layout, our product ranges, category propositions, and customer service.”

In terms of improved operational efficiencies, additional technologies are being introduced, including:

  • QR Codes: These allow customer to scan QR codes to access information on the product, as well as the option to purchase the product online and have it delivered to them.
  • ESL: This technology provides staff with information on factors like rate of sale, days of stock cover and location of stock in the stockroom.
  • Smart Labels: These labels make it easier to track and manage stock in stockrooms.
  • Trackmatic Phase 2: This technology not only allows Game to track trucks carrying stock, but provides the retailer improved visibility on the type and volume of stock being carried.
  • Smart Camera Solution: This allows Game to manage queueing time for customers in stores, as well as secure its stock receiving bays.

“While we are piloting the Game reimagined format with the Mall of Africa store, we plan to roll out two more future-ready stores by the end of the year. Along with our other strategic plans, such as the phasing out of Fresh and Frozen from 65 stores by November and the introduction of our clothing range, Styleessentials, into all Game stores by 2021,” concludes Stein.